Studies

CLIENT: Plan B

CAMPAIGN: 40 Ways to Survive Any Sticky Situation

Flight: June 1 - July 31, 2009

Focus: Cosmopolitan.com

OBJECTIVE

• Educate the user about Plan B and drive sales and engagement

SOLUTION

• HDM created a "40 Ways to Survive Any Sticky Situation" Expert Advice Gallery on Cosmopolitan.com that contained tips on how to solve everyday problems, including beauty dilemmas, cash and work worries, guy drama, bedroom blunders, and wardrobe malfunctions
• Gallery included an exclusive branded section titled "Plan B Summer Tips"
• E-card featuring user-selected summer tips

EXPERIENCE

• Gallery imagery and title lived within Secrets & Advice navigation
• E-card tout was promoted below the gallery categories and refreshed with every click
• Overall click-through rate exceeded CPG industry average
• Referrals from in-book ad to gallery URL further benefited overall campaign performance